winning as a 21st century marketer by peter fisk
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Peter Fisk,
28 November 2011
Winning as a 21st century
marketer
World changing,
game changing 1
Shaping markets
from the future back 2
Building brands
from the outside in 3
Being bold,
brave and brilliant 4
genius works
Vibrant markets
genius works
Declining markets
genius works
Opportunities unlimited
genius works
… if you think differently
World changing,
game changing 1
• Shifting power
• Intelligent consumers
• New business models
• Shaping markets
• New market leaders
West East
genius works
West
Big
East
Small
genius works
West
Big
Business
East
Small
Consumer
genius works
West
Big
Business
Mass
East
Small
Consumer
Niche
genius works
Volume
West
Big
Business
Mass
Value
East
Small
Consumer
Niche
theGeniusWorks.com genius works
here’s to the crazy ones ...
The misfits. The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They're not fond of rules.
And they have no respect for the status quo.
You can praise them, disagree with them,
quote them, disbelieve them,
glorify or vilify them.
About the only thing you can't do is
ignore them.
Because they change things.
“Times of turbulence are the most
exciting times ... because
everything changes”
theGeniusWorks.com genius
works
GE born in a
recession
1876
HP born in a
recession
1929
born in a
recession
1975
MTV born in a
recession
1981
born in a
recession
2001
iPod
Microsoft
theGeniusWorks.com
VUCA WORLD
genius works
Volatile
Uncertain
Complex
Ambiguous
Vibrant
UnREAL
Crazy
Astounding
Game Changing
genius works
genius works
Game Changing
genius works
GAME CHANGING
genius works
Game changing
GAME CHANGING
genius works
GAME CHANGING
genius works
GAME CHANGING
genius works
GAME CHANGING
genius works
GAME CHANGING
genius works
genius works
IDEAS WORLD
genius works
More Human
genius works
More PERSONAL
genius works
genius works
More EXPERIENTIAL
genius works
More Fun
genius works
CHANGING WORLD
CHANGING marketing
RATAN TATA Dave Stewart Shigeru Miyamoto
Andrea Jung John Maeda Lady Gaga
Reid Hoffman Jack Ma Sergio Marchionne
Steffi GERMANOTTA
DAVE STEWART
FROM us ...
genius works
... To them genius
works
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
RELATIONSHIPS
PLACE
theGeniusWorks.com
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Participants
RELATIONSHIPS
PLACE
theGeniusWorks.com
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Participants
Ideas
RELATIONSHIPS
PLACE
theGeniusWorks.com
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Participants
Ideas
ENABLERS
RELATIONSHIPS
PLACE
theGeniusWorks.com
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Participants
Ideas
ENABLERS
Context
RELATIONSHIPS
PLACE
theGeniusWorks.com
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Engagement
Participants
Ideas
ENABLERS
Context
RELATIONSHIPS
PLACE
theGeniusWorks.com
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Engagement
Participants
Ideas
ENABLERS
Context
RELATIONSHIPS
PLACE PARTNERS
theGeniusWorks.com
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Engagement
Participants
Ideas
ENABLERS
Context
RELATIONSHIPS
PLACE
COMMUNITIES
PARTNERS
theGeniusWorks.com
2 Shaping markets
from the future back
• Redefining markets
• Growth opportunities
• Challenging the rules
• Imagination
• Business innovation
Future back
genius works
Now forward
genius works
genius works
Future back
Future back
genius works
Now forward
genius works
Future back
theGeniusWorks.com
Opportunities
E7 Nations
E7 Nations
Cities
E7 Nations
Cities Water
E7 Nations
Cities
GRIN
Water
E7 Nations Women
Cities
GRIN
Water
E7 Nations Women
Cities
GRIN
Water
Rental
E7 Nations Women
Cities
GRIN
Water
EDUCATION
Rental
E7 Nations Women
Cities
GRIN
Water Healthcare
EDUCATION
Rental
E7 Nations Women
Cities
Boomers GRIN
Water Healthcare
EDUCATION
Rental
Old consumers
$1.2 trillion in
5 years
Youth consumers
$1.6 trillion in
5 years Female
consumers
$2.2 trillion in
5 years
theGeniusWorks.com
Now forward
genius works
Market Shaping
CO-creating
genius works
CO-creating
genius works
Market Shaping
genius works
Market Shaping
3 Building brands
from the outside in
• Inspiring purpose
• Deeper insights
• Reframing context
• Better propositions
• Engaging experiences
Abercrombie & Fitch
genius works
genius works
genius works
genius works
genius works genius
works
THREADLESS genius
works
genius works
theGeniusWorks.com genius works
THREADLESS VLOG
genius works
OUTSIDE IN
theGeniusWorks.com
AVIVA genius
works
genius works
genius works
genius works
genius works
genius works
Responsible
Considered Meaningful
Caring
Responsible
RESOURCEFUL
Considered Meaningful
Caring
EMPOWERED
CAPABLE
SELFLESS
Responsible
RESOURCEFUL
human
Considered Meaningful
Caring
EMPOWERED
CAPABLE
SELFLESS
WELLBEING
INDIVIDUAL
HAPPINESS
Responsible
RESOURCEFUL
human
PARTICIPATIVE
Considered Meaningful
Caring
EMPOWERED
CAPABLE
SELFLESS
WELLBEING
INDIVIDUAL
HAPPINESS
COLLABORATIVE
CONTRIBUTING
SHARING
Responsible
RESOURCEFUL
human
PARTICIPATIVE
ESCAPIST
Considered Meaningful
Caring
EMPOWERED
CAPABLE
SELFLESS
WELLBEING
INDIVIDUAL
HAPPINESS
COLLABORATIVE
CONTRIBUTING
SHARING
INDULGENT
EXPRESSIVE
QUIRKY
genius works
PURPOSE BEYOND PROFIT
Progressive insurance
genius works
theGeniusWorks.com
REDUCing TRAuMA
Context tree
theGeniusWorks.com
Functional context
Application context
Enablement context
Shaving
Washing
Body
Dressing
Clothing
Hair Fashions
Sports
Gym
Skincare
Vacation
Suncare
Nutrition
Friends
Home
Work
Kit
Car
Family
Office
Colour
Food
Drink
Travel
Appearance
Clean
Summer
Design
genius works
ZAPPOS, SELLING SHOES?
genius works
… delivering happiness
genius works
TECH SUPPORT
genius works
THE OLD BMW
genius works
THE NEW BMW
Value Proposition
theGeniusWorks.com
Who?
What?
Why?
How much?
What not?
The target customer
(Who is the target segment)
The customer context
(What they want to achieve)
The distinctive benefits
(How you help them do it better)
The relative price position
(% more or less than alternatives)
The customer trade offs
(What they could get else where)
+
+
-
-
Customer value proposition
Value to customer =
genius works
PROPOSITIONS
genius works
PROPOSITIONS
Value Proposition
theGeniusWorks.com
genius works
TATE MODERN
TATE MODERN
4 Being bold,
brave and brilliant
• 21st century brands
• Growth drivers
• Customer champions
• The new marketer
• Be the change
genius works
brands need to do more …
genius works
brands need to do more …
the 21st century brand …
genius works
About me
… creative, emotional, energising
the 21st century brand …
genius works
About me
… creative, emotional, energising
Enabling me to do more
… defining, connecting, enhancing
the 21st century brand …
genius works
About me
… creative, emotional, energising
Enabling me to do more
… defining, connecting, enhancing
Making my life better
the 21st century brand …
genius works
BRAND ESSENCE
© GeniusWorks
Bold
Connecting
Dramatic
Enabling
Aspirational
the 21st century brand …
genius works
genius works
genius works
Aspirational
About me, dream and desire, redefining context
Aspirational
genius works
Business
narrow
view
Business
narrow
view
Customer
broader
view
Business Customer
© GeniusWorks
Aspirational
genius works
Aspirational Bold
genius works
Ambitious, challenging, provocative, different, brave
Aspirational Bold
genius works
Enablers
Enabling people to do more
Essentials
Delivering what is expected
Energisers
Surprising people memorably
“Needs”
“Wants”
“Aspirations”
“Must Dos”
“Differentiators”
“Distinguishers”
© GeniusWorks
Bold
genius works
genius works
Aspirational Connecting
About me, dream and desire, redefining context Sharing passions, building community, trusting others
Connecting people
theGeniusWorks.com
Creators
Activists
Contributors
Socialisers
Spectators
© GeniusWorks
MORE THAN A LOGO
genius works
genius works
Aspirational Dramatic
About me, dream and desire, redefining context Characters, story, immersing, human, enduring
genius works
© GeniusWorks
Ch
oo
se
U
SE
D
O M
OR
E
PA
Y
AD
AP
T
AC
HIE
VE
EXPERIENCE DESIGN
genius works
genius works
genius works
genius works
genius works
About me, dream and desire, redefining context Doing more, coaching, supporting, achievement
genius works
Aspirational Enabling
Enabling more
Passive
experience
Active
experience
Scripted
delivery
Unscripted
delivery Brand as a
guide
Brand as a
coach
Brand as an
educator
Brand as an
entertainer
© GeniusWorks
Enabling
genius works
Enabling
genius works
© GeniusWorks
Customer Insight
Customer Proposition
Customer Experience
What is most important to
each target segment?
How do we enable people
to achieve more?
How will we deliver the
proposition?
genius works
APPLE theGeniusWorks.com
iMAC 1999
JOBS/WOZNIAK 1976
$1bn by 1980
1985-1996
Jobs & JELLYBEANS
Online/retail
DIGITAL HUB
theGeniusWorks.com
theGeniusWorks.com
Iphone 2007
ipod 2001
$8bn
Itunes 2003
10bn
Ipad 2010
$13bn
theGeniusWorks.com
theGeniusWorks.com
BEYOND PROCESS
MOBILE DEVICE CO.
JOBS + IVE
BEAUTIFUL OBJECTS
SAYING NO
Bold Experiments
platforms
theGeniusWorks.com
Focus on the feel
don’t sell products
Never first
Early adopters
Magic words
Keep moving
Packaging
“Brands put
in the universe” a ding
genius works
Apple and Obama
embracing stories,
distinction and
aspirations
ICONIC
genius works
From Nintendo to
Shanghai Tang,
function and form
that enables
more
Apple and Obama
embracing stories,
distinction and
aspirations
ICONIC
DESIGNED
genius works
Current TV and
Threadless,
co-creating and
user-generated
From Nintendo to
Shanghai Tang,
function and form
that enables
more
Apple and Obama
embracing stories,
distinction and
aspirations
ICONIC
DESIGNED
COLLABORATIVE
genius works
Current TV and
Threadless,
co-creating and
user-generated
From Nintendo to
Shanghai Tang,
function and form
that enables
more
Apple and Obama
embracing stories,
distinction and
aspirations
ICONIC
DESIGNED
COLLABORATIVE
genius works
Aberchrombie to
Zappos, they know
who, what and
where matters
most
Focused
From Aveda to
Pixar, more
purpose and more
empathy for
people
Current TV and
Threadless,
co-creating and
user-generated
From Nintendo to
Shanghai Tang,
function and form
that enables
more
Apple and Obama
embracing stories,
distinction and
aspirations
ICONIC
DESIGNED
HUMAN
COLLABORATIVE
genius works
Aberchrombie to
Zappos, they know
who, what and
where matters
most
Focused
From Aveda to
Pixar, more
purpose and more
empathy for
people
Current TV and
Threadless,
co-creating and
user-generated
From Nintendo to
Shanghai Tang,
function and form
that enables
more
Alibaba and Lego,
connecting your
customers and
partners
Apple and Obama
embracing stories,
distinction and
aspirations
ICONIC
DESIGNED
NETWORKED
HUMAN
COLLABORATIVE
genius works
Aberchrombie to
Zappos, they know
who, what and
where matters
most
Focused
From Aveda to
Pixar, more
purpose and more
empathy for
people
Current TV and
Threadless,
co-creating and
user-generated
From Nintendo to
Shanghai Tang,
function and form
that enables
more
Aberchrombie to
Zappos, they know
who, what and
where matters
most
Aravind and Tesla
delivering social and
environmental
innovation
Alibaba and Lego,
connecting your
customers and
partners
Apple and Obama
embracing stories,
distinction and
aspirations
ICONIC
RESPONSIBLE DESIGNED
NETWORKED
HUMAN Focused
COLLABORATIVE
genius works
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Customers
as
Participants
Brands
as
Ideas
Solutions
as
Enablers
Pricing
as
Context
Distribution
as
Partners
Relationships
as
as
Engagement
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Communication
Communities
Collaborative
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Customers
as
Participants
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Be the
thought
leader
1 Go deep
diving for
insights
2 Have an
inspiring
purpose
3 Tell a
different
story
Deliver
more social
benefits
4 Find the
emerging
whitespaces
5 Don’t define
markets by
geography
6
Relationship
building
Specialise in
one niche not
everything
7
Collaborative
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Brands
as
Ideas
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Changed
priorities
Create your
character and
personality
8
Tell your
inspiring
story
9
Define what
you enable
people to do
10
Have a
cause you
believe in
11
Express
yourself more
flexibly
12
Become an
ingredient
brand
13
Focus on the
one word that
defines you
Customers
as
Participants
Be the
thought
leader
1 Go deep
diving for
insights
2 Have an
inspiring
purpose
3 Tell a
different
story
Deliver
more social
benefits
4 Find the
emerging
whitespaces
5 Don’t define
markets by
geography
6
Relationship
building
Specialise in
one niche not
everything
7
14
Collaborative
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Solutions
as
Enablers
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Redefine
your market
on your terms
15 Customise
solutions for
each person
16 Co-create
products and
services
17 Offer a
new type of
guarantee
18 Develop
new entry
points
19 Innovate the
system
(do an iPod)
20 Rationalise
your product
portfolio
Customers
as
Participants
Brands
as
Ideas
Changed
priorities
Be the
thought
leader
Create your
character and
personality
1
8
Tell your
inspiring
story
Go deep
diving for
insights
2
9
Define what
you enable
people to do
Have an
inspiring
purpose
3
10
Have a
cause you
believe in
Tell a
different
story
Deliver
more social
benefits
4
11
Express
yourself more
flexibly
Find the
emerging
whitespaces
5
12
Become an
ingredient
brand
Don’t define
markets by
geography
6
13
Focus on the
one word that
defines you
Relationship
building
Specialise in
one niche not
everything
7
14
21
Collaborative
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Pricing
as
Context
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Win and
winback
Make it free
redefine you
b-model)
22 Offer luxury
products at a
low prices
23 Customers
choose their
price
24 Charge for
services
(time, advice)
25 Reengineer
to price
points
Share risk
Super-size
and mini-size
your offers
26 Enable
group buying
incentives
27 Shorter more
selective
promotions
Customers
as
Participants
Brands
as
Ideas
Solutions
as
Enablers
Changed
priorities
Redefine
your market
on your terms
Be the
thought
leader
Create your
character and
personality
1
8
15
Tell your
inspiring
story
Customise
solutions for
each person
Go deep
diving for
insights
2
9
16
Define what
you enable
people to do
Have an
inspiring
purpose
Co-create
products and
services
3
10
17
Have a
cause you
believe in
Offer a
new type of
guarantee
Tell a
different
story
Deliver
more social
benefits
4
11
18
Express
yourself more
flexibly
Find the
emerging
whitespaces
Develop
new entry
points
5
12
19
Become an
ingredient
brand
Don’t define
markets by
geography
Innovate the
system
(do an iPod)
6
13
20 Rationalise
your product
portfolio
Focus on the
one word that
defines you
Relationship
building
Specialise in
one niche not
everything
7
14
21
28
Collaborative
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
as
Engagement
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Have an
opinion, be
provocative
29 Be open,
honest and
authentic
30 Co-create
your media
and message
31 Be the local
partner,
small, caring
32 Create a
branded
game
33 Encourage
tweets, blogs
and fanclubs
34 Stay fresh,
topical and
relevant
Customers
as
Participants
Brands
as
Ideas
Solutions
as
Enablers
Pricing
as
Context
Changed
priorities
Redefine
your market
on your terms
Win and
winback
Be the
thought
leader
Create your
character and
personality
Make it free
redefine you
b-model)
1
8
15
22
Tell your
inspiring
story
Offer luxury
products at a
low prices
Customise
solutions for
each person
Go deep
diving for
insights
2
9
16
23
Define what
you enable
people to do
Customers
choose their
price
Have an
inspiring
purpose
Co-create
products and
services
3
10
17
24
Have a
cause you
believe in
Offer a
new type of
guarantee
Charge for
services
(time, advice)
Tell a
different
story
Deliver
more social
benefits
4
11
18
25
Express
yourself more
flexibly
Reengineer
to price
points
Share risk
Find the
emerging
whitespaces
Super-size
and mini-size
your offers
Develop
new entry
points
5
12
19
26
Become an
ingredient
brand
Enable
group buying
incentives
Don’t define
markets by
geography
Innovate the
system
(do an iPod)
6
13
20
27
Rationalise
your product
portfolio
Focus on the
one word that
defines you
Relationship
building
Shorter more
selective
promotions
Specialise in
one niche not
everything
7
14
21
28
35 Communication
Collaborative
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Distribution
as
Partners
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Retain and
grow
Fewer, more
exclusive
Partners
36
Accelerate
Link with
affinity
brands
37 Cross sell
partners, and
them you
38 Reduce
impact and
waste
39
Go green
now
Deliver
integrated
experiences
40 License and
franchise
your concept
41
Profit
Target
non-existing
customers
42
Customers
as
Participants
Brands
as
Ideas
Solutions
as
Enablers
Pricing
as
Context
as
Engagement
Changed
priorities
Redefine
your market
on your terms
Win and
winback
Have an
opinion, be
provocative
Be the
thought
leader
Create your
character and
personality
Make it free
redefine you
b-model)
1
8
15
22
29
Tell your
inspiring
story
Offer luxury
products at a
low prices
Be open,
honest and
authentic
Customise
solutions for
each person
Go deep
diving for
insights
2
9
16
23
30
Define what
you enable
people to do
Customers
choose their
price
Have an
inspiring
purpose
Co-create
your media
and message
Co-create
products and
services
3
10
17
24
31
Have a
cause you
believe in
Offer a
new type of
guarantee
Charge for
services
(time, advice)
Tell a
different
story
Deliver
more social
benefits
Be the local
partner,
small, caring
4
11
18
25
32
Express
yourself more
flexibly
Reengineer
to price
points
Share risk
Find the
emerging
whitespaces
Super-size
and mini-size
your offers
Develop
new entry
points
Create a
branded
game
5
12
19
26
33
Become an
ingredient
brand
Enable
group buying
incentives
Encourage
tweets, blogs
and fanclubs
Don’t define
markets by
geography
Innovate the
system
(do an iPod)
6
13
20
27
34
Rationalise
your product
portfolio
Stay fresh,
topical and
relevant
Focus on the
one word that
defines you
Relationship
building
Shorter more
selective
promotions
Specialise in
one niche not
everything
7
14
21
28
35 Communication
Collaborative
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Relationships
as
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Create a
members
club
43
Celebrate
their success
(and yours)
44
Maintain
confidence
Give
customers
equity
45
Enable
customers to
do good
46
Facilitate and
support their
communities
47
Get our
there
Incentivise
customer
referrals
48
Do more
for your best
customers
49
Communities
Customers
as
Participants
Brands
as
Ideas
Solutions
as
Enablers
Pricing
as
Context
Distribution
as
Partners
as
Engagement
Changed
priorities
Redefine
your market
on your terms
Win and
winback
Have an
opinion, be
provocative
Retain and
grow
Be the
thought
leader
Fewer, more
exclusive
Partners
Create your
character and
personality
Make it free
redefine you
b-model)
1
8
15
22
29
36
Tell your
inspiring
story
Offer luxury
products at a
low prices
Be open,
honest and
authentic
Accelerate
Link with
affinity
brands
Customise
solutions for
each person
Go deep
diving for
insights
2
9
16
23
30
37
Define what
you enable
people to do
Customers
choose their
price
Cross sell
partners, and
them you
Have an
inspiring
purpose
Co-create
your media
and message
Co-create
products and
services
3
10
17
24
31
38
Have a
cause you
believe in
Offer a
new type of
guarantee
Charge for
services
(time, advice)
Tell a
different
story
Reduce
impact and
waste
Deliver
more social
benefits
Be the local
partner,
small, caring
4
11
18
25
32
39
Express
yourself more
flexibly
Reengineer
to price
points
Share risk
Go green
now
Find the
emerging
whitespaces
Super-size
and mini-size
your offers
Develop
new entry
points
Deliver
integrated
experiences
Create a
branded
game
5
12
19
26
33
40
Become an
ingredient
brand
Enable
group buying
incentives
Encourage
tweets, blogs
and fanclubs
Don’t define
markets by
geography
License and
franchise
your concept
Innovate the
system
(do an iPod)
6
13
20
27
34
41
Rationalise
your product
portfolio
Stay fresh,
topical and
relevant
Focus on the
one word that
defines you
Profit
Relationship
building
Shorter more
selective
promotions
Specialise in
one niche not
everything
Target
non-existing
customers
7
14
21
28
35
42
Communication
Collaborative
theGeniusWorks.com
Creative
Committed
Hard working
Inspiring
Essential
Passionate
Talented
Energetic
Undisciplined
Inconsistent
Functional
Self Important
Not commercial
Narrow
Unaccountable
Expensive
Source: Marketing Genius
genius works
MARKETERS?
genius works
21C MARKETING
genius works
21C MARKETING
genius works
21C MARKETERS
genius works
21C MARKETERS
genius works
MARK PARKER, CEO
genius works
MARK PARKER, CEO
genius works
NIKE
genius works
Julian Dunkerton
genius works
SUPERDRY JP
Creators, interpreters, designers…
… ideas, innovations, inspirations
The driving force of business
… provoking, facilitating, delivering
Guardians of most valuable assets
the new marketers …
genius works
genius works
1. Jump in, make waves
genius works
1. Jump in, make waves
2. Be the storytellers
genius works
1. Jump in, make waves
2. Be the storytellers
3. Be the creatives
genius works
4. Brands about people
genius works
4. Brands about people
5. Brands frame bigger ideas
genius works
4. Brands about people
5. Brands frame bigger ideas
6. Brands way beyond logos
genius works
7. Connect people
genius works
7. Connect people
8. Enable people
genius works
7. Connect people
8. Enable people
9. Inspire people
10. Be the visionaries
genius works
10. Be the visionaries
11. Be the crazy ones
genius works
10. Be the visionaries
11. Be the crazy ones
12. Be the change
genius works
World changing,
game changing 1
Shaping markets
from the future back 2
Building brands
from the outside in 3
Being bold,
brave and brilliant 4
peterfisk@peterfisk.com
theGeniusWorks.com
@geniusworks
Peter works with the leaders of many of the world’s leading
brands including American Express and Barclays, Aeroflot and
British Airways, Coca Cola and Cooperative Bank,
Lastminute.com and Marks & Spencer, Microsoft and O2, Red
Bull and Shell, Virgin and Visa, Vodafone and Yeni Reki.
He is founder and CEO of the GeniusWorks, the accelerated
innovation business, that helps business leaders to see things
differently – to develop and implement more inspired strategies
and brands, innovation and marketing.
InnoLab enables you to innovate fast and creatively, connecting
the future and today, whilst BrandLab helps you build more
inspiring brands, optimise portfolios and improve performance.
GameChanger helps CEOs and leadership teams think
differently, whilst the new Cambridge MLA is an accelerated
development programme about brands, marketing and
innovation
He started life as a nuclear physicist before getting into business
managing Concorde and other brands. He led the global
strategic marketing consulting team of PA Consulting Group,
and was also CEO of the Chartered Institute of Marketing.
Peter Fisk is an inspirational
business author and speaker,
consultant and entrepreneur.
He was recently described by
Business Strategy Review as
“one of the best new business
thinkers.”
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